A new fashion baby is born. Designed on drugs. Handmade in Berlin. Inspired by the nightlife. Techno. Liebe. ALLES. Trippy shit makes people dance! We spoke to the Sheila, the designer of ALLES Berlin.
Interview by Helene Hidalgo
When did you know you wanted to be a fashion designer?
Sheila: Since my mom is a fashion designer, and I was a rebellious teenager, I swore myself that I would never become a designer! I was very interested in cultural studies and politics. But in the end, creating clothes is the only thing I can imagine I will never get bored of.
Are you a self-taught designer or did you study fashion design?
Sheila: I used to study fashion design at ESMOD in Berlin, but I didn’t finish it. Nevertheless, they taught me all the basics I need. Right now, I am studying fashion management to get all the economical skills I need to run my own label.
What were your inspirations for the designs that you brought for the shoot today at the YEAY studio?
Sheila: Generally, I am inspired a lot by the Berlin party crowd and subcultures. I try to convey that through my clothes. I also love the 90s and 00s style! I am totally into Destiny’s Child “Survivor,” which is why I used a lot of camouflage in the current collection. Apart from that, I love everything holographic, glittery and shiny.
How do you produce your designs?
Sheila: I design everything by myself, make the patterns, and a lot of the pieces I sew by myself as well. I have two other amazing sewers in Berlin that support me. I want to keep everything as local, fair and transparent as possible.
What’s your best fashion memory so far?
Sheila: My best fashion memory was my first runway show at Berlin Alternative Fashion Week – the feeling when the last model walks down the catwalk and the crowd and the whole backstage team applauds you – that’s the best feeling on earth and you get hooked on it pretty quickly.
As a designer, who would you like to dress and has anyone ‘famous’ ever worn your designs?
Sheila: Well, no one internationally famous has worn my designs so far, but people I admire because of their creative spirits and their whole being. I want to dress everyone that likes what I am doing, no matter what age, gender or body type!But I would love to see Miley Cyrus or Baddie Winkle in my designs!
Whats coming up next for you?
Sheila: I am contributing to two movies at the moment, which I am very excited about! And the festival season just started, so I am looking forward to meeting many of my customers on the dancefloor!
Finally, where can we purchase your designs?
Sheila: You can purchase some of my pieces at YEAY now and at COEXIST in Berlin Friedrichshain.